# Modernized Brown Bags Ilvy Jacobs Redesigns the Ordinary Paper Bag into Modern Art By Peter Vallas | Published 2011-05-04 | Updated 2011-05-06 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/ilvy-jacobs References: [cmybacon](http://www.cmybacon.com/2011/05/modern-paper-bags/) & [ilvyjacobs.nl](http://www.ilvyjacobs.nl/index.php?/ilvy-jacobs/) Dutch designer Ilvy [Jacobs](https://www.trendhunter.com/trends/marc-jacobs-tote-bag) has just begun making a name for herself in the world of product design. After graduating last summer, Jacobs has been busy studying and creating a way to make [bags sustainable yet stylish](https://www.trendhunter.com/trends/modular-sling-bag), so that users can get the most out of them. Jacobs' latest project is her Modern Paper Bag series, which takes conventional brown paper lunch bags and turns them into beautiful artworks that also last quite longer than the traditional brown paper bag. Ilvy Jacobs noticed that people tend to use [brown paper bags](https://www.trendhunter.com/trends/telfar-plastic-bag) once or twice, or throw out, because they are often unsightly. This stellar project aims to change that perception. And, for only $20, you can own one of these crafty bags. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 73% | Activity: 86% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Sustainable Bags:** Disruptive innovation opportunity: Develop eco-friendly bags that combine style and durability. - **Upcycled Design:** Disruptive innovation opportunity: Explore repurposing ordinary objects into unique and artistic products. - **Affordable Artworks:** Disruptive innovation opportunity: Create accessible and affordable art pieces that serve practical purposes. ### Who This Affects Most - **Product Design:** Disruptive innovation opportunity: Explore new materials and techniques to enhance the functionality and aesthetic appeal of everyday products. - **Packaging:** Disruptive innovation opportunity: Develop sustainable and visually appealing packaging solutions that reduce waste and enhance the product's value. - **Art and Design Retail:** Disruptive innovation opportunity: Combine art and design to create unique retail experiences that blur the boundaries between art galleries and stores. ## Related on Trend Hunter - [Reimagined Sleek Paper Bags](https://www.trendhunter.com/trends/muji-labo.md) - [Bespoke Bakery-Inspired Bags](https://www.trendhunter.com/trends/croissant-bag.md) - [Everyday Sustainable Bags](https://www.trendhunter.com/trends/versatile-bags-for-essentials.md) - [Stylish Poppy-Inspired Cooler Bags](https://www.trendhunter.com/trends/poppy-collection.md) - [Grocery Bag Runway Accessory](https://www.trendhunter.com/trends/march-packable-tote-bag.md) - [Reinvented Plastic Bags](https://www.trendhunter.com/trends/telfar-plastic-bag.md) - [Butter Pastry-Resembling Leather Bags](https://www.trendhunter.com/trends/limited-croissant-bag.md) - [Nature-Inspired 3D-Printed Handbags](https://www.trendhunter.com/trends/julia-koerner.md) - [Unusual Home Decor](https://www.trendhunter.com/trends/ceramic-brown-paper-bag-vase.md)